Marketing Research

• The systemic design,

collection, analysis, and
reporting of information to
help marketers solve
specific marketing
problems or take
advantage of marketing
opportunities
benefits of market research

better understand
optimize marketing
changing customer
mix
attitudes

recognize market determine strategy

opportunities feasibility

retain customers
better by improve quality of
understanding decisions
needs

The average Fortune 200 company spends more than $1

million for in-house research every month.
purpose of marketing research

gathering and presenting factual statements descriptive

explaining data diagnostic

attempting to estimate the results of a

predictive
planned marketing decision
 Customer Insight

is perceived
meanings of
data collected
from the study
Data Insight
of consumer
behavior. Attract Retain
 Consumer Insight
What do customers think…
…about my brand? Competitor’s brand?

Why do customers…
…buy my brand?

What are…
…consumer expectations?
The opportunities?
The threats?

How do customers…
…make brand choices?